COVID-19 - Changes in online behavior across LATAM and Europe Q1/Q2


GfK Report: Time spent on online categories analysis


Which categories of online use have increased and decreased the most during the COVID-19 crisis? Using our online usage index based on time spent across different categories of sites, we looked at changing patterns of use across the following markets:


  • Argentina
  • Chile
  • Colombia
  • Mexico
  • Brazil


  • Germany
  • Spain
  • Netherlands
  • Italy
  • Poland

GfK analyzed daily time spent in each category before the crisis: (1 January 2020 – 15 March 2020) and compared it with the various lockdowns across 2020 and the first half of 2021 to understand how behavior has changed, assess the health of various categories and to get an idea of where to advertise. We used an index approach, where figures above 100 means use has increased, and below 100 mean use has dropped.

The report covers the categories of Public Services, Retail, Communication, Automotive, Sports and Travel.

For example looking at the retail in Argentina we can see that time spent online in that category peaked across August to October year indexing over 340 during that time before tailing off slightly from December onwards

In Germany time spent in the Travel category peaked in September 2020 indexing at nearly 240 but hit a low of 40 during lockdown in April 2021

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